A comparison of the learning effectiveness of live cases and classroom projects

  • Camarero C
  • Rodriguez J
  • San Jose R
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This work describes the practice and results of two experiential learning techniques - classroom projects and live cases - aimed at bringing students on undergraduate courses closer to marketing and business reality. Both techniques were satisfactorily perceived and positively evaluated by students in terms of learning. In addition, a comparison of these techniques revealed that live cases are more adequate for students to learn about strategic marketing analysis and classroom projects are particularly useful for students to learn about the difficulties and risks of decision-making in marketing issues. The results of applying these techniques strongly depend on student commitment and involvement. [ABSTRACT FROM AUTHOR]

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  • Carmen Camarero

  • Javier Rodriguez

  • Rebeca San Jose

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